LinkedIn Content Strategy & Writing Style
experiment (CRO) to grow + stop gut-based decisions. Helping Product build data-driven orgs with A/B testing · co-Founder Women in Experimentation · CRO Agency & Freelancer Coaching · CXL Instructor
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Lucia van den Brink positions herself as a high-level strategic partner who champions the transition from "rented" agency services to in-house experimentation ownership. Her content strategy centers on the cultural and operational shifts required to build data-driven product organizations, moving beyond tactical A/B testing hacks to focus on "time to decision" and organizational DNA. She is notable for her radical transparency and exit-based consulting model, where she openly celebrates firing high-paying clients once they are self-sufficient. By intersecting deep technical CRO expertise with a product-led growth mindset, Lucia differentiates herself as a mentor-builder who prioritizes long-term institutional maturity over the security of endless retainers.
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the podcast with PM Aurora Moreno Herrera from Hellofresh was so valuable that their legal team didn't let us publish it. 😱 but: this short still made the cut. How do they measure the 'quality' of…
a way to learn from a lot of smart people? a PODCAST. with the The Initial we want to learn from as much people in Experimentation, Product and Data Science as possible. » we’ll share the highlights…
our client did $12 million in extra revenue in 1 month bc of our a/b testing program... and we refused to work with them more they begged us to do more hours asked if they could hire our team the ans…
DANGERS of scaling insignificant test with Alisa Antypova (ex-Preply & ADC Consulting) in this episode we talk about: product teams that would implement insignificant tests in her role of PM she saw…
𝐲𝐨𝐮 𝐜𝐚𝐧’𝐭 𝐫𝐞𝐧𝐭 𝐞𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 » 𝐲𝐨𝐮 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐨𝐰𝐧 𝐢𝐭 let me explain: my background: » i’ve run an agency for 2 years… i thought it made sense (it didn’t) » i…
you can split traffic based on a combo of flight routes and departure times that's how an airline that ADC Consulting works for tests pricing not a 50/50 split 'switchback design' is what it's calle…
7.0 posts/week
Posts / Week
1.1 days
Days Between Posts
1
Total Posts Analyzed
HIGH
Posting Frequency
35.5%
Avg Engagement Rate
STABLE
Performance Trend
150
Avg Length (Words)
HIGH
Depth Level
ADVANCED
Expertise Level
0.82/10
Uniqueness Score
YES
Question Usage
0.4%
Response Rate
Writing style breakdown
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𝐲𝐨𝐮 𝐜𝐚𝐧’𝐭 𝐨𝐮𝐭𝐬𝐨𝐮𝐫𝐜𝐞 𝐚 𝐦𝐢𝐧𝐝𝐬𝐞𝐭 » 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐛𝐮𝐢𝐥𝐝 𝐢𝐭
everyone says they want an experimentation culture.
most companies actually want “more wins”.
it’s not the same.
» teams buy a/b testing like a service
» leadership expects outcomes like a vending machine
» product thinks “the tool will scale it”
» the agency becomes the owner of the process (and the bottleneck)
and then everyone is surprised when it stalls.
because experimentation isn’t a thing you do.
it’s a thing you become.
you measure success with money only
did it lift revenue?
did it lift CR?
did it lift retention?
and yes, those matter.
teams stop taking smart risks
they only take “safe bets”
they cherry-pick ideas they’re already confident in
and you end up with a program that looks busy… but doesn’t change how decisions get made
you run a lot of tests that shouldn’t be scaled
➜ insignificant tests getting implemented anyway
➜ “it’s only a tiny negative” turning into a year of cumulative damage
➜ teams learning the wrong lesson because they never used a holdout group
i’ve heard this exact story from PMs more than once 😱
so what should you do instead?
use metrics that force learning.
» time to decision (not just time to ship)
» experiment quality score (criteria-based, not vibes)
» % of teams running their own tests without you “pushing”
» how often a result changes the roadmap, not just a UI
and no, you don’t need a bigger dashboard.
you need more humans who can think in experiments.
everyone thinks scaling is about tools.
it’s not.
it’s about people.
that’s also why we stopped doing endless retainers.
we now run The Initial Experimentation Year Program.
Research, Build & Run and Exit.
𝐡𝐨𝐰 𝐢𝐭 𝐰𝐨𝐫𝐤𝐬?
phase 1: research audit & ideation session
5 research methods (quant + qual)
connecting teams and stakeholders with ideation
deliverables: strategy + a/b test idea pipeline + prioritization rules
phase 2: build the experimentation system your company will rely on
run 3-10 experiments a month
we run it (with or without you): design, project management, development, analysis
and we build a business case for c-suite so you can hire in-house
phase 3: hiring A-players & smooth handover
writing the job description
shortlisting + interviews
training the lead and handing over the whole operating model
then we leave.
even if everyone is happy.
even if results are great.
even if the team asks for “just a few more months”.
because experimentation should 𝘯𝘦𝘷𝘦𝘳 𝘣𝘦 𝐫𝐞𝐧𝐭𝐞𝐝.
it should be 𝐨𝐰𝐧𝐞𝐝.
what do you measure to know your experimentation program is actually getting stronger?
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